Wine & Web: Content Strategy
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The document outlines strategies for effective content marketing, emphasizing the distinction between inbound and outbound marketing based on budget and intelligence. It discusses methods for topic discovery, keyword selection, and SEO best practices, along with practical advice on content creation and promotion. Additionally, it provides various headline hacks and actionable steps to grow an email list and drive traffic to websites.
![52 Headline Hacks
1. Threat Headlines
13 Things Your [Trusted Person] Won't Tell You
2. Zen Headlines
10 Shortcuts for [Completing Tedious Process] in Record Time
3. Piggyback Headlines
[Famous Person’s] Top 10 Tips for [Blank]
4. Mistake Headline
7 [Blank] Mistakes That Make You Look Dumb
5. How to Headlines
How to Be [Desirable Quality]
6. List Headlines
72 Killer Resources for [Audience/Process]
source: Headline Hacks](https://image.slidesharecdn.com/wwcontentstrategy-130327105555-phpapp02/85/Wine-Web-Content-Strategy-62-320.jpg)
Wine & Web: Content Strategy
- 1. Content Strategy Andy Crestodina @crestodina #wineweb
- 2. “If you have more MONEY than brains, you should focus on outbound marketing. If you have more BRAINS than money, you should focus on inbound marketing.” - Guy Kawasaki
- 4. Where there’s traffic, there’s hope...
- 5. Traffic: Social, Email, Search
- 8. Content Strategists… “Achieve business goals by maximizing the impact of content.” Source: Contentini
- 9. Don’t sell. Help your audience make a buying decision.
- 10. What do they want to read?
- 11. Obvious, right?
- 12. Your website is the mousetrap, Your content is the cheese…
- 13. Sources of Topics 1. Keywords 2. Q&A Sites 3. Listening
- 14. Finding Topics: Google Suggest
- 15. Finding Topics: Ubersuggest Source: Ubersuggest.org
- 16. Finding Topics: Google Keyword Tool
- 17. Finding Topics: Competitors’ Rank Source: SpyFu.com
- 19. Finding Topics: Yahoo! Answers Source: Yahoo! Answers
- 20. Finding Topics: Quora.com Source: Quora.com
- 21. Finding Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
- 24. Choose your words “Don’t think OF the market ….think AS the market” Source: Social Triggers
- 28. Source
- 29. Latinate Words • More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, constru ct, resist, deposit, imitate, determin ed
- 30. Anglo-Saxon Words • Less formal • Short (often monosyllabic) • Forceful, direct Examples get, send, build, stop, put , mock, set
- 33. Write like an 8th grader! …but don’t dumb it down Source: NN Group
- 35. SEO has 3 parts
- 36. How Search Engines Work Source: SEOmoz, 2011 Search Engine Ranking Factors
- 37. SEO (over) simplified Links = How trustworthy your site is On-Page = How relevant the page is Keyphrases = What the page is relevant to
- 38. How do I find these keywords?
- 39. 3 Criteria for Choosing Keyphrases
- 40. Search Volume Resource: Google Keyword Tool
- 41. Search Trending Resource: Google Trends
- 43. Competition is high if… • Top Ranking sites are famous (wikipedia, etc.) • Lots of AdWords ads • Have title tags that begin with the keyphrase
- 44. What’s a <title> tag? It appears above the address bar in your browser… …and it’s the link in Google search results!
- 45. Check Link Popularity Resource: Open Site Explorer
- 46. Shortcut! If your Target keyphrases Domain Authority is… with monthly searches of… less than 30 fewer than 100 less than 50 fewer than 1000 less than 70 fewer than 3000
- 47. Check for Universal Search Results •Local (change tactics/choose another phrase) •Videos (opportunity?) • Images • Products • News
- 48. Relevance Text
- 49. Rank!
- 50. Where do I put these keywords?
- 51. On-Page SEO • Once at the beginning of the title <title> • Once in the first header <h1> • Four to six times in the body of the page • In links on other pages that link to the page.
- 53. Email List Growth Grow your list fast
- 54. Before… After…
- 55. 1900% increase. Not bad!
- 57. GOOD
- 58. BAD
- 59. Oh My! What a big list you have…
- 60. Ready? Let’s make some content!
- 62. 52 Headline Hacks 1. Threat Headlines 13 Things Your [Trusted Person] Won't Tell You 2. Zen Headlines 10 Shortcuts for [Completing Tedious Process] in Record Time 3. Piggyback Headlines [Famous Person’s] Top 10 Tips for [Blank] 4. Mistake Headline 7 [Blank] Mistakes That Make You Look Dumb 5. How to Headlines How to Be [Desirable Quality] 6. List Headlines 72 Killer Resources for [Audience/Process] source: Headline Hacks
- 63. Do this tomorrow… 1. Find a relevant topic 2. Research keyphrases, pick a phrase that aligns with the topic 3. Write 500 words, use on-page SEO 4. Share it through social media 5. Send it as a newsletter …then watch your Analytics jump!
- 64. Template & Tools
- 65. Thank you! Andy Crestodina @crestodina #wineweb